Maeve Catherine

Branding is an important tool for all businesses. Cath Caldwell, the author of Graphic Design for Everyone, explains verbal, visual and emotional elements are most important while creating a brand.

The brand I decided to work with is Fortified Performance.

https://fortifiedperformance.fit/

Marisa Forti, the founder of Fortified Performance, is a passionate personal trainer who is skilled in multiple types of therapies including flexibility training, sports massage, strength training and endurance coaching.

When redesigning the brands current logo I focused on incorporating elements that verbally, visually and emotionally connected audiences to Marisa’s mission.

Verbal Element

One of the main components missing from the current logo is what the purpose of the brand is. I feel that it is important to incorporate the core principles of the brand.

• Strength
• Endurance
• Flexibility
• Massage

Visual and Emotional Element

In addition to verbally telling an audience the types of work Marisa is skilled at icons and coloration are two great ways of intriguing clients.

In the four designs I created there are multiple different icons used and are all inspired by the content featured on Fortified Performance social media pages.

Throughout all the social media pages a skeleton is featured. His name is Sven and he is Marisa’s Resident Skeleton. He is used to help visually and emotionally support clients as they go through their personalized journey’s. Sven is established as the companies trusted mascot. Featuring him along side exercise equipment in the logo helps subtly tell audiences this is a healthy living brand.

Using images and key phrases from all Fortified Performance platforms I created a mood board to further shows the already established branding. As seen in the photos above there is a lot of green featured however navy blue is the primary logo color. According to Sarah Marshall a writer at Canva, “[The color blue] is a favorite color for companies that wish to convey reliability, trustworthiness, and communication (think Facebook, Twitter, and Samsung) and for expressing the authority of organizations like the police”. When redesigning I did feel that featuring blue is the best choice in visually and emotionally telling the audience the type of person Marisa Forti is.

Green would have been a fine choice for the primary logo color due to the correlation it has with the environment and sustainability however green is closely associated with money. While incorporating the color into the social media feeds the audience is only getting glimpses of green helping audiences be reminded of the healthy growth they could see when working with Marisa Forti at Fortified Performance.

Works Cited

Caldwell, C. (2019). Graphic design for everyone. Dorling Kindersley Limited.

Marshall, Sarah. “Color Meaning and Symbolism: How to Use the Power of Color.” Canva, Canva, 2024, http://www.canva.com/learn/color-meanings-symbolism/.